One UI Health Care brand: University of Iowa Health Care. Note: Image contain watermark. Additional brand guidelines are forthcoming.
University of Iowa Health Care today unveiled its updated brand identity, which includes a brand strategy for Mercy Iowa City once the affiliation with UI Health Care, expected in early 2024, is complete.
UI Health Care and Mercy Iowa City share a long history of service to the same community. In 1873, the Sisters of Mercy established the first hospital in Iowa City with Dr. W.F. Peck, dean of the medical school, at what is now the University of Iowa. The spirit and legacy of Mercy will live on even as the hospital adopts its new name as part of UI Health Care.
Now, 150 years later, the dean welcomes Mercy Iowa City and its people, spirit, and service into UI Health Care. “We are committed to honoring Mercy Iowa City’s legacy as we work to build a model of care for our region that is sustainable and accessible,” says Denise Jamieson, MD, MPH, UI vice president for medical affairs and the Tyrone D. Artz Dean of the UI Carver College of Medicine. “Each organization brings its own strengths and a shared commitment to serve all in our community,” she adds.
The new brand identity includes:
The current Mercy Iowa City campus will become UI Health Care’s downtown campus, reflecting the long-standing relationship of serving the Iowa City community.
The current Mercy Iowa City hospital will be called University of Iowa Health Care Medical Center Downtown.
Other UI Health Care brand updates, to be rolled out in 2024, include:
University of Iowa Health Care Medical Center will be the new name for University of Iowa Hospitals & Clinics at 200 Hawkins Dr in Iowa City
New logos will be adopted for UI Health Care, the UI Carver College of Medicine, UI Health Care Stead Family Children’s Hospital, and UI Health Care Holden Comprehensive Cancer Center
Campus names will be introduced for hubs of UI Health Care locations, including:
University campus will reflect the current academic medical center, across from Kinnick Stadium, on the UI campus
North Liberty campus will open in 2025 with a new hospital and clinic building, initially serving orthopedics and sports medicine
Downtown campus will serve the current Mercy Hospital and Mercy Medical Plaza buildings on E. Market St in Iowa City
The university system is part of the state, so a separation from Mercy’s religious affiliation is part of the planned transition.
The Sisters of Mercy and Mercy Hospital leaders are planning a prayer ritual in January to honor the Sisters’ dedication to the hospital and commitment to the Iowa City community. The event will also recognize and show appreciation to community supporters as a new chapter of health care begins for the region.
Additional information on the UI Health Care brand changes can be found here.